ABOUT

When it comes to mayonnaise in the UK, Hellman’s is usually the first brand that comes to mind. Using its challenger brand attitude, Heinz spotted an opportunity to hijack Britain’s most popular football podcast and help its hosts create the greatest innovation in egg based condiments yet: sprayable mayonnaise. The stunt helped Heinz steal valuable market share from Hellmans and dominate conversation around mayo on British social channels throughout Summer 2021.